The Garden of Wonders became a new milestone of the global BE OPEN itinerary – an investigative tour, focusing on the virtuous relationship between contemporary design and the excellence of small producers from the four corners of the earth.
In the Botanical Garden of Brera, BE OPEN presented an interdisciplinary project whose central theme was perfume. The research was presented on the occasion of EXPO 2015, with a special preview being showcased during Milan Design Week.
The project focused on the values and heritage of small businesses and communities, which have been able to pass on their traditions and expertise over the years. BE OPEN decided to explore the world of fragrances based on legendary, historic brands which have since disappeared – international excellences whose popularity has decreased over the years because of the pressures of the global market. The architect Ferruccio Laviani became the General Coordinator of a this sensory museum, composed of three distinct sections:
A Journey through Scents: an imaginary journey through the history of the perfume industry, tracing its roots from ancient Egypt up to present day. The exposition was set up in a separate interactive pavilion, presenting guests with the interactive opportunity to experience this history, through touch, sight and smell.
The Houses of Wonders: eight separate pavilions, presenting eight defunct luxury perfume brands, recreated and reimagined by globally-renowned designers and studios, including: Tord Boontje, Dimore Studio, Fernando and Humberto Campana, Front, Jean-Marie Massaud, Jaime Hayon, Piero Lissoni and Nendo. Each one of these installations inspired Gérald Ghislain, founder of Histoires de Parfums, to create a unique fragrance which could combine the visual impact of the designers’ works with the historic perfumes of days gone by / of the past.
A Vision in a Box: an imaginative showcase of bottles and perfume containers, created by young designers in line with the theme of ‘fragrance of the future’. The designers who took part in this included: Werner Aisslinger, Analogia Project, Philippe Bestenheider, Mist‐o, GamFratesi, LucidiPevere, Karim Mekhtigian, Ludovica e Roberto Palomba, Thukral&Tagra and Victor Vasilev.